Marketing Your Business in the Online Environment
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This is my presentation as part of the NT Governments October Business Month in 2004. Yes the data is out of date, but I have uploaded it just to emphasise that the business needs have not change, just the technology at their fingertips. This presentation was delivered in Alice Springs and Darwin.
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Marketing Your Business in the Online Environment
- 1. Marketing Your Business in the Online Environment David Egan
- 3. Business efficiency benefits increase Connecting 86% of small and 99% of medium businesses surveyed are connected to the Internet Searching for information 89% of small and 94% of medium businesses surveyed who are connected to the Internet search for information regularly Advertising online and being found 45% of small and 80% of medium businesses surveyed have a home page Purchasing 68% of small and 74% of medium businesses surveyed use the Internet to make purchases Online payments 51% of small businesses and 61% medium businesses surveyed use the Internet for receiving payment Managing my business online 57% of all SMEs surveyed would like to become a “fully online” business E-mail usage 93% of small and 99% of medium businesses surveyed currently use e-mail 7 Steps In Use of the Internet and e-Commerce Source : 2004 Sensis ® Business Index - Special Report July 2004 In July 2004, some 57% of all SMEs indicated a potential to use e-Commerce to sell their products and services.
- 9. Advertising has never been more appreciated than when it offers light hearted relief and confident assertion. People want their day brightened. Have some fun with your Marketing
- 10. Cocooning continues to be attractive. Consumers are therefore particularly interested in cars, home entertainment, cooking, gardening and taking control of the domestic environment. People are staying home - but spending up!
- 16. Using email for your Marketing Simple Uses images Images are links
- 19. Own Website for Advertising
- 22. Using Internet to Receive Payment Good site design for receiving payments
Hinweis der Redaktion
- Internet is just another way to maximise your marketing activity
- People love to save time where they can People are loving to keep in touch
- Nudie Juice Tall Tim loved fresh juices and fruit crushes and smoothies. (We call him Tall Tim because he’s tall * and his name is Tim.) But Tall Tim didn’t always have time to make his own — and no one else would make them for him. So Tim got to thinking. He thought there must be a lot of other people just like him (though not quite as tall). So Tim did some in-depth research. He asked some friends if they liked fresh smoothies and fruit juices and crushes. With nothing else added. And their answer was . . . “yes!” So Tim started experimenting in his own kitchen with different blends of fruits and different sized bottles. Then Tim got a reasonably-priced creative agency to design some little nudie logos. There were a few more steps in the process but we won’t bore you with them. If you’d like to verify the nudie story, or just want to talk nudie in general, please call our ‘Friends of nudie Party Line’ on 1-800-GO-NUDIE Emma and Tom - http://www.emmaandtom.com/ Boot Camps - fitnessfirst.com.au
- Rock and Roll superannuation tours - John Farnham, The Who, The Eagles
- Humour in advertising Budget airline no frills appeal to the average consumer TV Shows Kath and Kim - Discount airfares Survivor - Boot Camps Friends - Coffee Shops
- Apple's iTunes has fended off new challengers to remain the dominant player in paid music downloads, as the market appears to have hit a plateau, a market research report shows. A survey by NPD Group, released on Wednesday, found that nearly 70 percent of music files downloaded legally between December 2003 and July 2004 were from iTunes. The share for Napster - a new legal site created after the demise of a file-swapping service - was 11 percent, while MusicMatch, RealNetworks and Wal-Mart each held six percent. "Our research suggests that at this stage of the business it's not so much about building share as it is about creating demand for paid downloads universally," said Russ Crupnick, vice president of NPD Group. "The overriding challenge for paid music download services is to first make the concept enticing to a wider audience and then to build loyalties to a specific service." NPD found the number of consumers paying for downloads reached a peak of 1.3 million in April 2004. "Over the 18 months since iTunes launched, paid music download services have been hoping for huge increases in paying customers; however, the number actually doing so has declined to about one million users per month," Crupnick said. NPD said the downturn came with the end of promotional periods offered by several of the services, in which consumers were offered trial price incentives. "Building demand for paid music download services requires even greater investment in consumer promotion, as well as broadening partnerships with traditional music retailers and consumer goods companies," said Crupnick. "We've seen that promotion works, but it's had a short-term effect so far, which is typical for traditional consumer goods. The trick is in phasing promotions, so that there is a cumulative positive effect on the target market." NPD also said between 4.7 million and 6.4 million US households still had someone using peer-to-peer (P2P) sites, which the music industry claims are centres for illegal piracy. "Consumers who have used paid music services tell NPD that they appreciate the ability to conveniently purchase individual songs," Crupnick said. "They also see benefits in quality and security compared to free peer-to-peer alternatives." AFP Large percentage of TV’s are now around $5000 Trend for dedicated cable TV - How to Channel, Lifestyle Food
- Reasons for using the Internet Find out more once they decided to visit 54% Find accommodation 42% To find out about events and activities 41%
- Design Content Frequency Style Privacy rules Customer service levels Storage planning Security Partner with existing suppliers who are in similar industries Reciprocate with links in each other’s emails Offer special discounts to encourage take up of these offers
- Use a straight up descriptive line Use HTML animated gif to attract attention and add credibility Start with why I am contacting Short and sweet Personalise – inc address list Call to action Use direct link when talking about buying Unsubscribe option Follow up responses Monitor your volume
- Put your links on your business card, letterhead, side of your truck Cut through the clutter, many saying the same thing Show how you are unique
- What makes a good website Understand your audience, remember some will love to deal with you online, some will still love to deal with you offline, so provide both. Think about the design, don’t be afraid to use humour Answer Frequently Asked Questions Engage and seek questions Simple to navigate
- Benefits of using the Internet to receive payment Delivery times are improved Provide better descriptions Provide detailed instructions Remove hidden costs Provide greater customer service
- Integrate the internet as part of your complete marketing mix Research people who use your website Trial and Error Understand what customers would like to know - How often they want to deal with you Look at what others like you are doing in other locations
- Some people will deal with you online Some people will deal with you offline, in the same way they always did. Don’t force them to deal with you online, encourage them Understand their emotional state - they need comfort and support along each leg of the buying decision making process